FanDuel Secures Content Partnership with NBA Star Kevin Durant

Kevin Durant celebrates with his gold medal for the men’s basketball competition of the Tokyo 2020 Olympic Games. Aris Messinis/AFP

As the market-domineering brands continue to establish their position amongst a highly competitive industry, up-and-coming players like FanDuel scramble to heighten their name to that quintessential level.

FanDuel is America’s leading sportsbook with a market share of around 40% for online sports betting. By combining their expanded brand relations with content creation, they expect to evolve their product to the next level.

Latest Expansion Installment

The latest expansion installment from the sportsbook has seen a partnership with Kevin Durant and Rich Kleiman come to fruition. Durant and Kleiman own the multimedia company known as Boardroom.

Their new collaboration with FanDuel will see the sports betting brand provide content throughout video, audio, web, editorial, and social media. FanDuel will now be the exclusive sports betting, fantasy, gaming, casino, horseracing, and poker partner for Boardroom.

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“For Boardroom and what Kevin and Rich have built, this is a continuation of a strategy we’ve seen be really successful – It’s important to me that I build the American sportsbook of record, and what I mean by that is we’re getting real close to a place where the average person in the United States isn’t saying ‘Vegas has the line at X,’

“They’re saying ‘FanDuel has the odds at X‘ and ‘FanDuel has the line at Y’ – being a part of the sports dialogue across a host of different kinds of partners is a really critical component to the strategy of how I make that vision a reality,” said Mike Raffensperger, the Chief Marketing Officer for FanDuel.

Content Creation

The partnership will produce endless amounts of content creation collaborations, including a new section on Durant and Kleinman’s existing Boardroom show. The newly created segment will be called ‘Boardroom Breakers’, and FanDuel will become the odds provider as well as data, content, and promotions.

In addition, Boardroom’s editorial team will produce written content for The Duel, FanDuel’s content site.

For those unfamiliar with the Boardroom, Durant and Kleiman have a podcast where they’ll dig deep into the business aspects surrounding the NBA.

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In a statement released from both parties involved, Rich Kleinman added: “FanDuel is a brand that I always envisioned in a perfect world being that partner. They’re clearly one of the winners in the space, but they also have maintained a certain cache to their brand, which is not easy to do when you’re in the gambling and fantasy space. The fact that they’re partnering with us is really amazing because it’s who we always hoped would be our partner in this space.”

FanDuel has been the leading company within the online sports betting stratosphere in recent years, and their rise can associate with the content creation they’ve pushed.

Partnerships with former Indianapolis Colts player Pat McAfee, the Phoenix Suns, Coinbase, and with T.V. networks such as TNT have undoubtedly conveyed FanDuel to new heights.